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Reputation Management: What Do You Expect From Your Service Provider?

What Does Your Dealership Expect From Your Reputation Management Service Provider?

Ryan Kenny, Automotive Reputation Management Specialist by Ryan Kenny, Automotive Reputation Management Specialist

Excellent Good Bad Dealership ReviewsThere is a common misconception about the field of Reputation Management and companies that offer this product or solution.

Many business owners mistakenly believe that hiring a Reputation vendor will erase months, in some cases even years worth of unflattering reviews from 3rd party review sites without much in-store effort.

The truth is, anyone who tells you they can remove negative reviews and flood your 3rd party listings with 5 star reviews is either lying or potentially committing illegal and deceptive acts, which will eventually come back to haunt your business. Great reviews must be earned through implementing customer-centric business practices and training your staff on the importance of providing excellent service.

Many dealers find themselves unprepared when they discover they have negative reviews online and seek out the help of people, like me, to come in and “fix” their online reputation.

As a Reputation Management Specialist, the hardest part of my job is helping dealerships understand that removing negative reviews (if I had the ability to do so) does not solve the underlying issue that’s causing the negative reputation in the first place. 

Your dealership’s reputation and online perception is a product of your company’s culture and the business processes you currently subscribe to. While it’s true that not every review accurately represents the true circumstances that took place, your overall online reputation usually reflects how your store is performing, at least in the eyes of your customers.

Many reviewers go to great lengths to write long, detailed accounts of their experience at your dealership with their emotions and expletives firing in every direction. Instinctively, we become defensive and want to fire back. Part of my job is to help illustrate some of the valid points made by customers, especially if there are recurring complaints clearly not being addressed in store. The same way that our bodies use pain to tell us something is wrong, online reviews should be used to tell you something isn’t right at your dealership.

It’s important to recognize that the customer took valuable time out of their day to provide you with feedback so that you can improve your business.

Some dealers opt to use a Reputation Management vendor to deal with their online reviews so they can ignore the problem and go back to focusing on selling more cars. Reputation Management is not a turn-key Band Aid that will magically turn your store into a 5 Star dealership. Make no mistake, my company and countless others are more than happy to provide you with ongoing consultation, review monitoring and response coaching.

Yelp Dealership ReviewsBut contrary to popular belief, I don’t have a bat signal or top secret phone line to Yelp and Google to remove those pesky negative reviews on your behalf and neither does anyone else.

 “RepMan” providers truly are excellent tools for assisting in reactive reputation management.

 Anyone who genuinely wants to manage their reputation effectively while being able to take on the daily tasks of selling and servicing cars should utilize a reputation management service provider. But remember they are tools. Without the entire dealership fully engaged on a DAILY basis, your results will remain disappointing. It takes time, effort and determination on your part.

Albert Einstein Definition of InsanityMany dealerships do the same thing over and over again and expect different results when it comes to how they react and treat customer reviews.

Most consumers do not believe that it should take three hours to perform a basic oil/filter service.

If it does at your dealership, don’t be surprised when customers consistently gripe about it. Recurring complaints like these should be a signal that there are bottlenecks that need to be addressed. Sticking your head in the sand and ignoring the voice of your customers will only earn you more bad reviews. Those who are serious about earning a solid online reputation should take full ownership of it, get their entire staff bought in, and use a Reputation Management vendor as a supplemental tool to take your online reputation to the next level. Your store’s reputation starts with you!

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Automotive Reputation Management eBookThe Street Smart Guide to Automotive Reputation Management

Learn more reputation management myths and insights, as well as some compelling data on the proven impact of reviews in the car-buying process.

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About the Author
Ryan Kenny, Automotive Reputation Management Specialist Ryan Kenny joined Cobalt in the summer of 2012 as a Reputation Management Specialist, bringing with him 15 years of Auto Industry experience working in various capacities at dealerships and automotive vendors. Ryan’s background is utilized on a daily basis as he works to improve the online reputations of his many dealer clients. Ryan holds degrees in both Business Administration and Automotive Marketing. You can reach Ryan at kennyr@cobalt.com..

via Automotive Digital Marketing Professional Community.

What’s Your Return On Relationship (ROR)?

What’s Your ROR?

In almost every aspect of your dealership, you calculate ROI. Whether you’re looking at your ad spend, calculating labor costs or analyzing your digital marketing, the first, and last, thing you think about is ROI. How is my spending this money going to help me make more money? At times, we choose unwisely and discover that after the fact. Steps are then taken to rectify and adjust that money. However, ROI isn’t the only thing you should be considering.

Since as early as 2009, Ted Rubin has been using a concept called ROR: Return on Relationship™.

Return on Relationship™ (ROR), simply put, is the value that is accrued by a person or brand due to nurturing a relationship, whereas ROI is simple dollars and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing, and is used to define and educate companies, brands, and people about the importance of creating authentic connection, interaction, and engagement.”

According to Mashable, based on a study by Forrester Research, “70% of consumers trust brand recommendations from friends, but only 10% trust advertising…” Engaging your customers and connecting with them on an emotional level through genuine interaction will, over time, generate loyalty. A referral can bring a sale and also give you the opportunity to generate a loyal customer.

Building ROR isn’t always easy and certainly isn’t quick. Unfortunately, there’s an inherent distrust that exists between consumers and car dealers. As I wrote in a previous blog, being different makes a difference. You have to prove yourself to the customer over time and be consistent in your actions. Not only do you have to prove yourself to your current customers – whether that’s in your service drive or the customer sitting in front of you buying a car – but you also have to prove yourself to potential customers. These are the customers that are browsing the Internet reading review sites.  By being responsive to customer complaints and concerns, and doing so publicly on these sites, you will show these potential customers that you care and be one step closer to earning their business before you even knew there was business to earn.

Here are a few things you can start doing to build ROR in your dealership.

  1. Be genuine – People can tell whether you are being patronizing or are genuinely sympathetic to their needs, wants or concerns. Pay attention to what a customer is telling you and respond in a genuine manner. Do whatever it takes to satisfy the customer no matter how difficult they may be to deal with.
  2. Recognize Your Customers – This actually covers two types of recognition. The first being that you make an effort to get to know them. There’s nothing that impresses consumers more than walking into any business they frequent and being greeted by name. This simple thing instills a feeling of gratitude and makes a customer feel important. The second is the recognition that involves giving back to them to thank them for their business. This can be accomplished through special offers for frequent customers or through loyalty programs. There’s no better way to thank your customer for their business than by rewarding them.
  3. Empower Your Employees – You can’t be everywhere at the same time. I’ve written about this before and shown how the most successful companies allow their employees to be problem solvers when an issue with a customer arises. Trust your employees to resolve the problem immediately rather than making them jump through hoops. Someone I know shared that in their dealership, nobody answers the phone with the standard “Hi, thank you for calling X dealership, this is Bob, How can I help you?” but rather they altered their greeting to say “Hi, thank you for calling X dealership, I can help you.” This simple transformation of a word track lets the customer know that they aren’t going to be transferred a million times to get their problem solved. The employee who answers that call is tasked with staying with the customer until either their problem is solved or they are connected with the appropriate person.

Building loyal customers is not unlike building a house. You need the right materials and a strong foundation. By doing it properly, you can weather any storm that comes your way.

via Automotive Digital Marketing Professional Community.

Mike Gorun: Your Online Reputation Is Hurting Your Customer Retention: 6 Tips To Create Customer Loyalty and Maintain Your Online Reputation

Your Online Reputation Is Hurting Your Customer Retention: 6 Tips To Create Customer Loyalty and Maintain Your Online Reputation

 

Your Online Reputation Is Hurting Your Customer Retention: 6 Tips To Create Customer Loyalty and Maintain Your Online Reputation

Statistics show that a customer who has a good experience will tell 4 to 5 people. However, a customer who has a bad experience will tell more than 20. In addition, they will usually leave a negative review to go with that word of mouth to leave a permanent finger pointed at your dealership in a bad way.

Maintaining your online reputation is crucial to new customers and previous customers deciding whether to make you their choice. If you don’t manage complaints and deal with them effectively, you are losing what could be a loyal customer and preventing prospects from ever becoming loyal customers.

But maintaining that reputation doesn’t start online, it starts at your dealership with each and every customer.

Here are 6 Tips to Maintaining a Great Online Reputation:

         1.    Have someone assigned to monitoring your review sites.

It is important to know what is being said about you in the digital world. By knowing when a negative review is posted, you can have someone handle the complaint immediately, and hopefully have the customer revise their complaint into a compliment, (preferably BEFORE anyone sees the complaint).

        2.    Know How to Handle Complaints.

Everyone in your dealership should be able to “manage” their own complaints. If you are the only one equipped to handle complaints, this may monopolize your time, thus eliminating the time needed for planning, strategizing and development your department and your dealership.

        3.    Prevent Negative Reviews with Great Follow-Up.

A follow-up phone call should be made to each and every customer 24 hours after their purchase or service visit to make sure that they are completely satisfied. It is important that the person making these calls have the authority and knowledge to handle complaints and who to assign a customer to should they need to return. Having a minimum wage college student handle this for you may actually cause more miscommunication and dissatisfaction in the long run. Put someone in place that understands how a dealership runs and has a strict guideline for how to handle a complaint.

       4.    Give Great Customer Service.

I know this one should be a given, but I want to emphasize that great customer service includes knowledge, honesty, quality and sincerity. You can’t just put a smile on your face and expect people to worship you. You have to know your product so that you can answer their questions and gain their trust. Be sincere and let them know that you are there to help them, not rip them off. When you are not sincere, it shows and makes the customer leery.

        5.    Don’t Be Afraid to Ask for a Positive Review.

A lot of customers don’t even know that you have a review site or even think to post a review unless they are upset. Asking a satisfied customer to post a quick comment about why they love your dealership will give your online reputation a huge boost. Whoever you have making your follow-up calls could request this, or if you have a follow-up email created to go out to customers you could include a link in the email to make it easier for the customer. But it is important that if you include this in an email that you give the customer the option to voice a complaint. This can be a link that will allow them to submit a complaint to the General Manager. Otherwise, only having a link to POST a review could lead to more damage.

         6.    Know How to Handle a Negative Review.

When a negative review is posted, you need to do damage control and FAST. Before you contact the customer, do your research.

  • Who was the advisor and technician or salesperson?
  • What did they purchase or what service did they have done?
  • Will they need to return to the dealership?
  • How long have they been a customer?

When you contact the customer you should know and anticipate what they will say, want and need. Your ONLY goal should be to please that customer, not defend your dealership.

 

In conclusion, by preparing for complaints and negative reviews and knowing what to do to prevent negative reviews and unsatisfied customers, you will be able to proactively manage and build your online reputation to secure a life long supply of loyal customers.

We would like to know what strategies you have in place to build your online reputation and what you would recommend to our followers. What have you done to build your online reputation?

 

via Automotive Digital Marketing Professional Community.

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Is It Time For Car Dealers To Provide Customers With Online Review Resources?

Is It Time For Car Dealers To Provide Customers With Online Review Resources?

In my opinion, and based on what most automotive consumer research is showing, the single most important category of information that appears online which will impact the revenue and profits of car dealers in North America in 2013 and 2014 is User Generated Content (UGC). This user published information is in the form of automotive consumer generated reviews, ratings and commentary published about car dealerships.

Earlier today I responded to several comments on a blog posted by Rick Mosca. After spending a few minutes creating and posting my comment, I realized that the topics I described and recommendations made would make for a good ADM Forum discussion. Why? Because I know there are enough ADM Members who disagree with my recommendations to dealers in regards to Reputation Management Strategy and Tactics that a discussion of this topic will have value to the ADM Community… So, let me share what those recommendations are and please do post your comments below either agreeing with, or refuting my recommendations that follow… or simply adding to this very important discussion.

Please take two minutes to watch the video embedded below from the Cobalt/ADP Team titled “Be Smart – Own Your own Stars”. The second half of this video is the important part. Last Friday I featured this video on ADM because it is the first time I have seen an organization as strict about their research data based recommendations to car dealers as Cobalt/ADP is, make statements supportive of components within the Reputation Management strategy I have been using with dealers for several years. Admittedly, Cobalt/ADP is recommending that dealers include customer testimonials and reviews within their primary dealership website.

I agree with their recommendations made in the Cobalt/ADP Reputation Management video regarding dealers taking ownership of the customer reviews that result from their proactive efforts at getting customers to create them. For several years I have been using the tools provided by DealerRater when a dealer participates in their Certification Program to publish customer reviews within a dealer’s website, Facebook Page, Ning Network, Blog sites and everywhere that will take either an RSS feed or the embedding widget supplied by DealerRater. In addition to the great tools that DealerRater provides its Certified Dealers, I recommend using an independent dealership review site that is specifically set up for dealers to collect reviews from their customer while the customer is at the dealership.

The Reputation Management strategy I recommend to car dealers states that when it comes to encouraging customers to write and post reviews, dealers should make it as easy as possible for each sales and service customer to post their reviews to the review site they feel most comfortable with, are a registered and active user of, or have an affinity with… HOWEVER, the smart dealer will have created a customer review and ratings site that the dealership has control over, and which provides a license to the dealership for customers to post reviews while they are physically present at the dealership.

Automotive Digital Marketing Professional Community

I have stated on numerous occasions and my experience with many dealers validates that a dealership review strategy should be essentially segmented into two tactical implementations:

  1. Dealership Reviews posted by customers who are not physically present at the dealership. This includes customers posting their reviews and ratings from mobile devices, at work and while at home.
  2. Dealership Reviews and customer experience surveys collected from customers while they are physically present at the dealership and the sales or service experience is fresh in their memory and top of mind.

I have seen many ways a dealership makes it super easy for customers who are not at the dealership to respond to an email requesting that they provide a review of their experience at the store. One of the most effective I have seen is the concept of “You Have A Voice” where the dealer or group provides a landing page which explains why reviews are so important for dealership customers to post, and provides easy single click access to the specific review form for that dealership on several review site platforms. This allows the customer to select the icon they are familiar with, or feel an affinity for. It is a great way to get reviews from customers who are active Yelp Community members.

The Lou Fusz Ford Reviews landing page shown in the following screen capture image is a good example of this strategy for people not present at the dealership:

Since Google Reviews first appeared I have frequently said that the one thing we can always count on Google for is to change their algorithms, products, policies and guidelines… They have consistently, since 2000, changed the way anything that is shown to their search engine user appears over and over and over again.

For a dealer to rely on Google as the primary review site they recommend to customers is ludicrous! It has been and has not changed, just more and more people are finally waking up to the reality that Google, more than any other online customer review resource is likely to change the way they display, or do not display customer reviews as an ongoing continuous improvement process… And, Google is seeking improvements that are most certainly NOT intended for the car dealer, but rather these changes are intended to improve their search engine user’s experience.

I enjoy using many Google products and find them to be highly useful and effective, but one thing I have learned since I started working with Google over ten years ago… If you are not paying for it (and sometimes even when you are) you do not want to create a process or strategy that is dependent upon Google NOT CHANGING that application or web based resource. Heck, in general, unless a dealer has a PAID LICENSE or some form of fee based ownership, you do not want to place high value assets (such as reviews) in that application as part of your marketing strategy.

Encouraging customers to post reviews while they are in your dealership is reasonable and practical if you are providing them with an easy to use means of posting their reviews to a site the dealership owns or licenses (controls). Asking customers to post reviews while completing a customer experience survey is a business best practice. When those reviews appear on a dealership’s website, Facebook Page, Blog site, etc. then that is a great way to get them indexed by Google and ensure maximum eyeballs are on them. I like both PrestoReviews and BusinessRater as tools designed to provide dealership customers with a review site that is independent of the dealer’s own website, but which the dealer has licensed and controls. Plus, both dealer review site suppliers encourage “Point Of Sales” Customer Reviews as being the most accurate and timely… Which they are.

The benefits of being able to resolve a customer concern issue before the customer leaves the dealership is, in fact, a competitive advantage for dealers who implement such a process over those that do not.

Why not ask customers to evaluate and document their experience while still fresh in their minds? All the research in this area shows that the highest percentage of reviews per customers served, and the most accurate reviews are when customers are encouraged and supplied with the means of posting them as soon as possible after the goods or services are received… Including new and used cars, as well as repairs and maintenance.

As for the way customers use the Google Search Engine, there is no doubt that Google is the primary tool used by car buyers to find information about car dealers and the vehicles they may be interested in buying… However, Customer Review sites other than Google appear prominently in the SERP for dealership branded search queries, as they should…

If a site is valuable to consumer users of Google’s search engine, then Google will ensure prominent placement of that site in their SERP.

Last August my friends at Rick case Honda in Davie Florida started taking control of their reputation management and switched from encouraging customers to post reviews to DealerRater, Google and Yelp after they left the dealership, to asking customers to complete a customer survey and rate their experience at the dealership using the dealership’s new BusinessRater.com review site and account.

The Rick Case Honda sales and service teams have since been able to get their customers to post well over a thousand reviews, The Google SERP results for “Rick Case Honda Reviews” for Davie, FL Google users are shown in this screen capture from earlier today:

  • So… What do you recommend?
  • Do you agree with the concept that dealers should have control over the customer reviews they proactively seek from their customers?
  • Should dealers ask customers to answer a survey and review their experience while they are still at the dealership?
  • Should dealers send an email to customers with links to the major review sites and ask the customer to choose whichever review site they feel most comfortable using?

via Automotive Digital Marketing Professional Community.

 

Reputation Management: 80 Percent of Car Buyers Now Influenced by Online Customer Reviews – Automotive Digital Marketing Professional Community

Reputation Management: 80 Percent of Car Buyers Now Influenced by Online Customer Reviews

 

8 in 10 Americans Agree That Online Reviews Influence Their Selection of a Dealership and which vehicle they purchase

78% of Americans aged 18-64 agree that online reviews help them decide whether or not to purchase from a specific dealership. This includes roughly one-third who “very much agree”, according to survey results released in December by Ipsos Open Thinking Exchange (OTX).

Compared to the global average of 69%, American car buyers are 13% more likely to agree that online dealership reviews influence their selection of which car dealer to do business with.

In fact, the Ipsos results might even underestimate how influential both dealership and vehicle reviews are to Americans. An online survey of 407 US adults by EXPO, also released in December, reveals that 98% of respondents found user-generated reviews helpful when doing online research related to their shopping for a new or used vehicle, and which car dealer to purchase from.

Returning to the Ipsos results, certain segments of the population appear more reliant on reviews than others. Within the US, women are almost 50% more likely than men to say they very much agree that online dealership reviews help them decide which car dealer to make a vehicle purchase from (38% vs. 26%). There is also a strong age dynamic at play. Specifically, the 18-34 group is far more likely than the 35-49 and 50-64 sets to very much agree that online dealership reviews influence them (44%, 32%, and 19%, respectively). When factoring in those who “somewhat agree,” the gaps are less pronounced, with 84% of the 18-34 bracket, 82% of the 35-49 bracket, and 68% of the 50-64 group agreeing at least somewhat that they are influenced by reviews when selecting a dealership to buy from or which make and model of vehicle to purchase.

Influences Vary by Household Income, Education Level

Interestingly, online business (including car dealers) and product reviews appear to be more of an influence to wealthier Americans than to their lower-income counterparts. Survey respondents from high-income households were 23% more likely than those from low-income households to agree (at least somewhat) that online reviews help them decide whether or not to buy a vehicle from a specific dealership (81% vs. 66%).

Similarly, respondents with a high degree of educational attainment were about 11% more likely than those with a low education level to rely on customer generated online reviews of both vehicles and car dealerships (83% vs. 75%).

 

via Automotive Digital Marketing Professional Community.

 

 

3 Helpful Tips to Make Sure Your Online Reputation is Protected! – Automotive Professional Community

English: A business ideally is continually see...
English: A business ideally is continually seeking feedback from customers: are the products helpful? are their needs being met? Constructive criticism helps marketers adjust offerings to meet customer needs. Source of diagram: here (see public domain declaration at top). Questions: write me at my Wikipedia talk page (Photo credit: Wikipedia)

Your dealership’s online reputation will determine whether automotive consumers choose you or one of your competitors.  You can also be sure that if you do not manage your online reputation, it will be managed by other people, who will inevitably post reviews, comment on your business in forums and social media sites, publish blog write-ups concerning your business, and more.  For this reason, you need to do everything you can to ensure that what people see when they find your business online is as positive as possible.  How do you do that?  Here are three helpful tips to make sure your online reputation is protected:

  • Monitor your reputation.  Make use of social media monitoring tools like HootSuite, and web monitoring tools like Google Alerts, to find out what others are saying about you, when they say it.  When you know what you are facing, it makes it much easier to address it in a timely manner, and also to assess your best approach.
  • Participate.  It is inevitable that people are going to talk about your business (if you are doing things right).  Your best bet is to involve yourself in the conversation.  Make it a point to respond to both positive and negative feedback, and also to volunteer information that will help keep online conversations about your business going.  Establish your social media presence, maintain a website, write a business blog, or more – the possibilities are really only limited by your imagination (and the amount of effort you are willing to put in).  Just remember that participation is key.
  • Optimizing your responses.  Once you have developed the habit of monitoring your online reputation and have established yourself as a willful participant in the development of your online reputation, you need to make sure you are participating in a way that is most conducive to bettering that reputation.  As previously mentioned, participation is key.  However, there are some best practices to consider, especially when it comes to handling negative items: respond in a timely manner (NEVER ignore negative feedback), be diplomatic and fair, avoid using a defensive or demeaning tone (stay positive!), and offer viable solutions.

From Rick Mosca’s article at 3 Helpful Tips to Make Sure Your Online Reputation is Protected! – Automotive Digital Marketing Professional Community.

#bdi Social Reputation Management Conference N...
#bdi Social Reputation Management Conference NYC March 2010 (8) (Photo credit: ShashiBellamkonda)
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Cobalt: Approved Supplier to General Motor’s 2013 Standards for Excellence Reputation Management Program

 

GM Primary Reputation Management 

An SFE compliant affordable self-service solution

Seattle, WA — Cobalt’s Reputation Management solution has been approved by General Motors (GM) for the 2013 Standards for Excellence (SFE) program. Any dealer who enrolls in the 2013 SFE program can enroll in the Reputation Management program from a certified vendor.

Cobalt is offering a base reputation management package that includes everything you need to monitor what your customers are saying online and to help develop credible online reviews for your dealership. Optional enhancements include…Visit [http://hub.am/Wa8kZl] to enroll.

Additionally, dealers may be eligible for reimbursement for these services under the GM iMR (In-Market Retail) Turnkey Program in which GM reimburses dealerships for a portion of eligible local advertising and marketing costs incurred from approved vendors.

To learn more about Cobalt, the GM iMR Turnkey program, or the SFE Reputation Management program, please call (206) 219-8000, email sales@cobalt.com or visit [http://hub.am/Wa8kZl].

Your Reputation Matters

  • 91% of consumers say they trust reviews*
  • Increase positive customer reviews online
  • Improve your CSI scores
  • Manage and report on your reputation through the Dealer Command Center
  • Integrate reviews on your website to attract customers and drive search engine results rankings

* Source: 2011 Google ZMOT Study  Helpful FAQs

GM Primary Reputation Management for Just $295

Announcing a new self service tool: GM Primary Reputation Management; strategic for showcasing and managing your dealership’s amazing reputation. Get enrolled today and be SFE compliant!

The program will provide you tools to:

  • Grow reviews and stars through a simple automated survey
  • Drive more traffic to your website and boost search engine rankings with review pages on your iMR website
  • Manage and respond to your reputation from Dealer Command Center with the easy to use Reputation Management Dashboard

GM Dealer Enrollment

Interested in our full service Power Reputation Management solution? Learn More

Frequently Asked Questions

What is the GM Primary Reputation Management?

GM Primary Reputation Management is a self-service, reputation management solution providing the best tools and technology in the market to generate reviews, manage your online reputation and leverage customer feedback to showcase the dealer’s brand and commitment to providing great customer service and promoting their online reputation. This solution also fulfills your Standards for Excellence (SFE) reputation management requirement for 2013.

 

What does it cost?

The solution cost is $295 per month with a $495 set up

 

How long do I have to enroll in a reputation management program to be SFE compliant?

Dealer enrollment will run from November 15, 2012 through January 15, 2013.

 

What do I get with the GM Primary Reputation Management solution?

  • State of the art review survey email generation platform integrated with your DMS. Every night the email platform will automatically send a survey to customers (with valid email addresses) that have a closed Purchase or Service transaction in the DMS that day, so your customers get asked for feedback within 24-48 hours of their experience in your store.
  • An intuitive dashboard to monitor your reviews, respond to them and track trends in your reputation, accessible through Dealer Command Center.
  • Insightful reporting and analytics from your reputation management metrics, accessible through Dealer Command Center.
  • Integrated review pages directly on your program retail website to showcase your great reputation and drive your reputation management and additional search engine optimization for your dealership’s brand.
  • You will also be automatically informed via email of a negative review so that you can instantly address and comment on the review in a timely fashion.

 

How long does it take to set up the product?

It can take up to 30 days to get dealer review surveys working, third party review site links set up correctly and your review pages and dashboard in place. This process can be a little longer to fully implement the solution if we do not get the accurate third party review site URLs or DMS polling data information. Dealer engagement is essential to the success of getting business listings set up properly, the customer email information for the automated review generations, and in store processes working.

 

Can the survey emails be customizable?

The survey structure feeds an insert into the dealer’s dashboard and website and triggers other automation processes. Modifying the survey could break this automation. It’s designed by email marketing experts to garner the highest response rates from customers. We see upwards of 15-20% response rates on these surveys from our current customer base on our retail Power Reputation Management solution. Surveys will include dealership branding.

 

What customers will get surveys?

Any customer with a GM brand car and valid email address in the DMS that has:

  • Purchased a new (Retail) or Certified Pre-Owned car
  • Leased a new (Retail) car
  • Serviced a car under warranty or through customer pay

 

Where can I learn more?

To learn more about GM’s SFE program dealers can visit GM Excellence to find out more program details

To learn more about the Cobalt dashboard make sure to watch the Dashboard Skills Training on Cobalt U.

Check out the Cobalt Analytics Quick Guide on Cobalt U to understand how to analyze reputation management strategy and performance.

 

Do I need to collect my customers email addresses?

There are many reasons to collect your customers email addresses. Primarily, we need to have the customers email address in order to send out the thank you emails after service and sales to drive customer surveys and reviews. General other reasons email addresses are important are for

  • Manufacturer-based service reminders and specials
  • Important safety recalls
  • Pre-sales email only specials or offers

 

What if I don’t want to manage this in house, do you have an option to manage the solution for my dealership?

Yes, we offer a plus up, the Power Reputation Management solution that is also SFE compliant. So you’ll have all the tools and technology to proactively generate reviews, insights through your dashboard and reporting, as well as the SEO optimized website pages, but we will also provide you with white-glove service to manage, monitor and help your dealership drive your reputation strategy.

  • A Reputation Management Specialist (RMS) – these are college educated automotive experts with years of experience in account management, specifically in the review and reputation management world. They will:
    • Manage, monitor and track reviews not only from your automatic surveys but also on the third party sites, like Google, Yelp and Yahoo so you can spend time selling cars.
    • Set up and optimize your business listing through photos, text, categories, and best practices.
    • Monitor the automatic alerts of both negative and positive reviews so they can help craft responses and work with your dealership as a natural expert in review response.
    • Provide specific in-store assets to help drive your strategy, like QR codes and marketing strategies to leverage your customer reviews.
    • Deliver consistency and accuracy to your reputation management strategy though alignment with your dealer brand, third party review sites, and your website.
    • Facebook review syndication app to promote your reviews on your Facebook page.
  • Power Reputation Management can be purchased for $1095/month that is 100% eligible for co-op reimbursement and a one-time set up fee of $1295.

GM Dealer Enrollment 

Questions?

Contact program support at 1-877-344-6031 or your dealership’s assigned ProCare Advocate.

via Cobalt: Approved Supplier to General Motor’s 2013 Standards for Excellence Reputation Management Program  

 

 

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Dealers finding it difficult to put a price on online reputation building – Jerry Hart

Jerry Hart writes: “The Genie is out of the bottle and he’s not going back in. Dealers no longer have the luxury of sticking their heads in the sand and waiting for the storm to pass.  The increased use of social media allows news to travel around the world in a matter of seconds. There is no more hoping that a scandal will disappear quietly. Once something is published online, there really is no way to remove it entirely.  Even if they original page is deleted, you do not know how many thousands of other pages have referenced the original. The advent of social media means that news, good and bad, travels around the world and back in a matter of moments.  One complaint or pieces of negative press can snowball and turn into a disastrous, reputation-destroying avalanche.  Everybody is online these days, looking for information about products and services. Therefore, managing your reputation online is extremely important.”  Use the link provided to read the rest of Jerry’s thought and action provoking article, and please be so kind as to leave him a comment…

via Dealers finding it difficult to put a price on online reputation building – Automotive Digital Marketing Professional Community.

Customer Reviews Used by American Car Buyers to Choose Dealership – Automotive Reputation Becomes an Asset

American Car and Truck Shoppers Are Now Choosing Which Dealership to Visit Based on Customer Posted Reviews in the Web – Reputation Management Now Becomes Required Dealer Skill Set

Car Shoppers Head to Review Sites for Research Before Selecting a Dealership

Seventy percent of automotive consumers said dealership reviews affected their purchase decision

Just like consumers in almost every other sector of ecommerce, car shoppers are doing their research online before heading out to make a purchase. According to an April 2012 poll by Digital Air Strike of US consumers who had purchased a car in the last six months, review sites were a widely used tool by car buyers during the research phase of their purchase process. In fact, 69% of consumers said review sites had an impact on the dealership they visited.

 

Half of respondents said reading reviews of dealerships had affirmed their choice of where to make a purchase, while about one-quarter said the reviews had no effect on them. But online feedback from other customers held an outsized influence on a small minority of car shoppers—14% said reviews were the sole reason they had decided to visit a dealership. And 5% decided to change the dealership they bought from after reading negative reviews online.

And when it came to actually buying, almost seven in 10 shoppers said reviews had aided them in their purchase decision. About four in 10 said the reviews helped them in a general sense, while three in 10 had decided to purchase from a particular dealer based on online feedback from other customers. Moreover, if a dealership had been completely absent from review sites, one in 10 respondents would have been less likely to purchase from them.

Digital Air Strike’s report also audited 600 US dealerships to gauge their social media presence, finding that most dealers had a lax attitude to Facebook, with only 5% posting on the social network daily. In fact, 42% of dealers posted with a frequency of less than once a week.

 

eMarketer estimates that US online ad spending by the automotive industry will hit $4.35 billion in 2012, and climb to $7.44 billion by 2016.

 

Read more at www.emarketer.com/

Dealer Resistance

I work with many dealers around the country in setting up their Reputation Management strategy and tactical processes.  I have heard many dealers initially express skepticism, and then in many cases believe they have it all handled with iPads to do Google+ Reviews, or DealerRater Certified, etc. The reality of what works best will almost always include giving consumers some degree of choice as to selecting the dealership’s business profile on the consumer review network they feel most comfortable with.  But, back to your point, it has been my experience that dealers consider the whole evolution of, and creation of consumer reviews online as a big disruption to their marketing and reputation models, and not in the best way… This sort of frustration, and feeling of not being in control along with a very unclear accountability sequence can make many dealers and GM’s just plain irritated with the whole subject.  For me, and the dealers I serve, when I present a logical, well laid out plan to get a handle on the dealership’s online reputation management strategy that also solves several other nagging areas of irritation, then most dealers and GM’s tha I have worked with simply say “OK, how long to get this in place?” and they want the whole thing set up and processes implemented ASAP…. (which is a whole other problem)

Take a look at http://LouFuszReviews.com and http://FeldmannReviews.com and http://www.HerbChambersReviews.com for examples of the dealer group splash page I like to set up for inclusion as invitation and links in automated emails sent to both sales and service customers, as well as during phone calls when customers are not physically present at the dealership… Here is a couple of examples showing the “choices” dealers should offer customers as to where they feel comfortable posting a review that I referenced: http://FeldmannNissanReviews.com and http://loufuszreviews.com/loufuszfordreviews.html

As for the very important review generating process when customers are actually at the dealership, I recommend using ether Presto Reviews or BusinessRater combined with a sales process that sets the customer up with an iPad to post their review and describe their car buying experience while the salesperson is gathering documentation and getting the deal set up in the Finance and Insurance Department… This goes a long way towards making better use of the customer’s time after a deal is closed and before F&I is ready for the salesperson to bring the customer into their office.  In the service customer lounge, I recommend a PC powered kiosk with signage that encourages customers to rate their experience with the service department while they are waiting for their car to be completed, or brought around after the cashier is done with them… Obviously, the cashiers and service advisors must be trained to encourage customers to post their reviews, or even show them how.  When the dealer is using Presto Reviews or BusinessRater, the whole process is not only much easier than the other non-business targeted review sites, but the dealer has the ability to include survey questions which can become a VERY valuable database of information about the actual customers who spend money at your actual dealership.  Plus, when their is an issue, management gets to find out about it before the customer leaves the dealership, when it is much easier to resolve… Everybody wins!  We are putting this system into Ken Grody Ford‘s two locations in Buena Park, CA and Carlsbad, CA starting tomorrow!

via Automotive Digital Marketing Professional Community

Business Networking Group Gets Busted For Yelp Review Posting Ring

Business Networking Group Gets Busted For Yelp Review Posting Ring

 

Well it never ceases to amaze me on the efforts people will go to create a fake review.  It seems like the stakes of the game have gone even higher.

 

Los Angeles Times writers Jessica Guynn and Andrea Chang shared a story about a business networking group that conspired together to post fake reviews for each others businesses.

 

South Bay BNI Accused Of Posting Fake Reviews

 

According to the Los Angeles Times article:

 

Yelp stripped the suspect reviews from its site last month and sent emails to members of the group — known as South Bay BNI — informing them that their behavior was out of bounds.

“This was a sophisticated effort to bolster the reputation of members of this business networking group through five-star reviews,” said David Lee, Yelp’s user operations manager. “Reviews that have a bias lead to a poor consumer experience.”

 

Posting Fake Reviews Is So Short Sighted

What business owners need to understand is that if they are busted for posting fake reviews, the organic “coverage” of that event will often stay on Google Page One for a long time.  You don’t want articles appearing on Google Page One that imply that your business is involved is review scams.

 

You most often will be removed from the online business directory as well, which can cost a business thousands of dollars in profits and for car dealers, thousands of site visits a month!

 

If you Google “South Bay BNI Yelp” you can see that a number of articles are being indexed on their group name including a post that talks about how valuable Yelp reviews are to local members.

 


I clicked on the article highlighted in red and it looks like their own website posted an article outlining their “excitement” of just how well Yelp works when you have many positive reviews.  The hushed conversation which we can only guess is how they encouraged their members to get these reviews.

 

Yelp discovered the pattern of behavior and busted the group’s actions.  Here is the post from their own website with a great line:  “Givers Gain On Yelp Too!“.  It’s obvious that Yelp felt that they gave too much!

 

Lessons Learned Or Not?

 

There have been many threads on this website discussing the importance of monitoring and managing your online reputation that is established through websites like Google+ Local, Yelp.com, Cars.com, DealerRater.com, PrestoReviews.com, and the AAN.

 

  1. Most businesses have ample numbers of happy customers that are willing to post a review.  Don’t rush the process and never post fake reviews.  Merchandizing your store and encouraging your customers to share their experience online can be a very natural process.  Be patient and do it right.
  2. Never involve your NCM/NADA 20 Group Members or State Association Members to conspire to post for each other.   The South Bay BNI business group thought they would never get caught.
  3. Never use a proxy service to collect reviews using a third party web based form and then posting the collected information using dummy accounts on review sites.  There are a number of companies that have convinced dealers that this is a legitimate way to increase reviews on Google and Yelp.  It violates their Terms of Service (TOS) and can get your company in hot water.
  4. Don’t put your eggs in one basket.  Yelp determined that this group of business owners scammed the system and deleted their reviews.  It is very possible that Yelp or any review platform that you don’t control can take down your reviews for ANY REASON.  So, don’t create a review process that points customers only in one place.
  5. If you need help establishing a solid “pressure free” and compliant process, ask for help.  You can register for the next free Reputation Management webinar presented by Glenn Pasch, by sending your full contact information to:  reputation@pcgdigitalmarketing.com

Reputation Management Workshop at AutoCon

You can also participate in a number of great workshops at AutoCon 2012 that pertain to Reputation Management.

 

  • Heather from DealerRater will be conducting a workshop entitled: “The Do’s & Don’ts of Managing and Leveraging Your Online Reputation
  • Richard Bastillo GM from Rick Case Honda will be conducting a workshop entitled: “Reputation Management Strategies and Tactics that work at Rick Case Honda
  • Mike Myers  from Milham Ford/Toyota will be conducting a workshop entitled: “I Hate/Love My Online Reputation

To register and lock in the AutoCon Early Bird Rate visit: http:/www.AutoCon2012.com

via Automotive Digital Marketing Professional Community.

Ralph Paglia

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